Jurien Bay Time Campaign

Social Media, PR, Content Marketing

Client: Ardross Group of Companies

Creative: Bear in Black

Photography: To come

The challenge

We were approached by Ardross, one of Western Australia’s oldest privately-owned land development companies, to run a campaign to address declining demand for land in Jurien Bay, a small beachside town about two-hours drive from Perth’s northern suburbs.

The client had recognised that before it could see an increase in demand for its land, it needed to do something to lift awareness of Jurien Bay, and its desirability as a lifestyle destination for people wanting to resettle in a coastal location or build a holiday home.

Approach

Our strategic approach was built upon capitalising on Jurien Bay’s natural strengths up against other tourist locations like Margaret River, Mandurah and Broome.

The key tactical approach centred on the notion of Jurien Bay time being representative of a lack of intense activity consistent with the holiday memories of the 55+ demographic we were targeting.

The initial launch featured a bunch of fun images that encapsulated our cheeky go at the modern day. Thus, the heading “online” was accompanied by an image of a father and son fishing off the Jurien Bay jetty. The heading “Facebook” was featured alongside an image of a woman lying on a beach with a book covering her face.

We used storytelling, especially via sharable channels to highlight Jurien Bay as presenting a genuine alternative for people seeking to realise their dream of affordable seaside living.

Results

Press and online

The West: https://thewest.com.au/news/australia/jurien-bay-stuck-in-time-and-loving-it-ng-ya-113140

An Alston cartoon parody in The West

Business News: https://www.businessnews.com.au/article/Developer-campaigns-to-sell-Jurien-Bay

The West: https://thewest.com.au/business/construction/jurien-bay-wants-to-become-was-fitness-tourism-capital-ng-ya-117895